Goldfish APP: How About Let Us Help You Produce A Movie?

Apps, as a popular thing, are not always easy to be created as being functional and useful, especially when created as a brand’s “byproduct”. If being used right, apps can serve as a customer relationship management approach, like the Starbucks app. However, if being used wrong, they may just be another money-costing thing. In this sense, the App’s value for users is the key to whether they can survive or not. I would say the better way to create a suitable value for a promoting App, is to build a connection between functions within the App with the brand’s essence. Goldfish Movie Maker is a good example here. Let’s see how are they doing!

Everything About Snack Food Starts With “Fun”

We usually have snacks when we want to chill. This time-choice makes snack food have a relation with the word “fun”. That’s why brands are using different ways to build this connection.

Goldfish, as a snack brand targeting tweens, has been using “Finn”, a cute cartoon goldfish, as the brand image for a while. When I was a teenager, I really love this snack, not only because it is tasty, but also because of its cute look!! The brand name is translated into “Many fish” in Chinese, and every time when I open the package, I do can see a lot of “fish” there, which makes me feel fun. The consistent message within the product is clear for customers to deeply immerse themselves into the branding concept.

The brand seizes this trait. So in this movie maker app, instead of telling a story as brands usually do, they design some functions for their users to easily create their own “Finn and his friends’ story”.

The Shooting Process

Step 1: Select A Setting

Step 2: Choose Your Cast

Step 3: Add Costumes

Step 4: Dubbing For Your Characters

The “Movie Maker” is more like a role-playing game. Users can choose their settings, decorate their characters then dub for them. I think these functions well cater to tweenagers’ interest. When I was a kid, I always liked decoration games and made stories with my toys. This App combines two appealing kinds of games for tweens, no wonder it gets 3.9 in App Store rank, better than the competitors’ app.

Experience And Effects Of This App

Let alone kids, this App is fun to use even for me. But in terms of some details, it does have problems. The image is not that flexible, so if I want two characters to talk, the video will have a slightly laid-back, which affects the overall user experience. Besides, the choices of settings and costumes are too limited, so it makes me get tired of the app soon. I would say I will delete this App after I finish this blog. But the concept of making a movie with “Finn and his friends” is undoubtedly useful for customers to interact with the brand and “fun” message.

Actually, this “Movie Maker” is just one of the brand Goldfish’s gaming App. The brand seems like using these game apps as a business strategy to reinforce connections with taste-changing target customers. Since they will promote a game from time to time, they don’t have to make an App being loved for too long. But if customers can’t be attracted by one of them, why downloading more? One bonus-like game is a surprise but too many choices can bring troubles. I think the brand should rethink the correlation with these gaming apps and make one of them being liked longer.